S Kumar's launches men's apparel range.

Published On: 2012-03-22

Author: unknown

Media Link:

S Kumar's launches men's apparel range Tamariind

Reeba Zachariah 

S Kumars Nationwide, formerly S Kumar's Synfabs, has been forced to launch a new ready-to-wear brand, Tamariind, in the wake of a copyright infringement rights case brought against it by a little-known Bangalore-based retail store. 

S Kumars had recently launched its first readymade brand Cinnamon in September last year. Subsequently, the Bangalore store took S Kumars to court claiming it was the true owner of the Cinnamon brand. 

Nitin Kasliwal, managing director, S Kumars Nationwide, however, claims that it has won the case. However, sources close to the company said, "We are losing business opportunity and so it was decided that we should launch an alternative brand." 

Targeted at the middle and upper-middle segment of the market, Tamariind will be a "total solutions" brand for men, Kasliwal said. Explaining the reason behind the name, he said, "Tamariind represents a peppy, vibrant and trendy image." 

The company has roped in Bollywood sensation Hrithik Roshan as its brand ambassador for an undisclosed amount. Roshan was earlier the ambassador for Cinnamon. 

Clearing and forwarding agents of S Kumars Nationwide said that Cinnamon has been totally scrapped. However, Kasliwal refuses to admit, says he, "We will focus on Cinnamon only after we establish and build Tamariind." 

The brand will offer men's clothesline ranging from shirts, trousers, jeans, blazers, suits and T-shirts to socks, ties and belts. The shirts will be priced between Rs 495 and Rs 1,000 and trousers between Rs 550 and Rs 950.The company will spend a substantial amount on advertising and promoting the new brand. 

Tamiirind will be available over 1,800 stores across the country. The ready-to-wear market is estimated at Rs 150 billion with the men's wear alone accounting for around Rs 50 billion. 

The company is also extending its worsted fabrics brand Reid & Taylor to readymades. It cornered around 10 per cent of the market in a year. The brand became popular after a high decibel advertising campaign in the electronic media. 

Kasliwal expects the ready-to-wear division to contribute around Rs 4 billion to the company's turnover over the next three years